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Posted on April 24, 2008
Keep it Crazy Consistent
BY BEN CASTELLI
Turkey sandwich every day for lunch? Consistency can sometimes be pretty boring but when it comes to online advertising, having a consistent message and offer is a key part of decreasing the amount of friction in your marketing process. Having a consistent message is important to increase conversions for all online advertising efforts but let's take a look at pay per click specifically as an example.
Once you have done the research and found a great set of keywords, it's not just enough to bid on the keywords, throw up some ad text and drive the traffic to your home page. Placing the keyword into the ad text and the main headline of the landing page will keep the visitor on the same path to conversion and reduce aggravation. (Having very tight knit ad groups with just a few variations of the same keyword helps here but that is a whole other discussion). Also, don't forget to keep the call to action consistent from PPC ad copy to landing page, this is equally as important.
So here's a decent example of what I am laying down here, I was searching for "web conferencing" the other day:
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Posted on July 11, 2007
New Online Sales Conversion Data
BY JASON CORMIER
Marketing Sherpa reported today on the latest research from ScanAlert showing that consumers delay on average 34 hours and 19 minutes from the time they first click on an ecommerce site to when they eventually buy something there. This is an 80% increase in delay time from two years ago, possibly suggesting that the more comfortable consumers are shopping online – the longer the sales cycle takes.
The interesting thing is that although comparison shopping is what contributes to this delay, pricing is rarely the deciding factor (studies for the past seven years support this). I’ve summarized Anne Holland’s “top four tests you should consider in trying to win the delayed conversion wars” below:
1. Add “About Us” blurbs to every conceivable entry point: Landing pages often don’t contain much of the personal aspect that helps establish your merchant brand as a trustworthy resource
2. Get email addresses by offering a way to opt-in for promotions/newsletters before the shopping cart pages.
3. Offer more product content than your competition (consider using more than 400 words in your copy, product specs and details, shipping and in-stock data, reviews from experts, press and customers, and comparison charts with similar products.
4. Exclusive bonuses: Even if you are offering a free PDF ebook pertaining to the product or topic around your sale, this can make an impacting difference.
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Posted on October 19, 2006
Google's Latest Testing Tool
BY BEN CASTELLI
Google just announced yesterday it will be releasing yet another free service, Website Optimizer. Straight from the Google Analytics Blog:
"Website Optimizer is a free tool that helps AdWords advertisers test different landing pages and determine which one drives the most conversions. A true multivariate testing tool, Website Optimizer allows you to test variations of headlines, promotional copy, and images. The tool allows you to update your site with the winning test combination and continue to experiment."
I recently posted on the importance of split testing landing pages and after initial review, Website Optimizer looks like a great tool to facilitate the testing process. It goes beyond the elementary A/B split testing and offers multivariate testing. Multivariate testing allows you to test different ideas for images, headlines and sales copy on different landing pages at the same time, delivering insight into which combination of elements work best to increase conversion and ROI. Here is an example screenshot from the combination report which shows which combination of elements you are testing are performing the best.
The guys over at ROI Revolution pointed out one very cool aspect of the new Website Optimizer: "The comprehensive reports of your test results work similarly to Google Analytics, and are VERY EASILY applied to pages already tracked in GA." This is great for users who are already running Google Analytics and are familiar with interface and set-up process.
As the Google machine keeps rolling out the free analytics and testing tools to help advertisers improve their campaigns, the only challenging part is finding the time to stay educated on all of them. Currently Web Optimizer is in beta launch and available to AdWords advertisers on a sign-up basis.
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Posted on October 16, 2006
3 Ways to Split Test
BY BEN CASTELLI
Want to increase conversion rates? Split testing is an essential step in improving the effectiveness of online marketing efforts and converting more visitors into customers. Classic A/B split testing has been a staple for direct marketers, however it is surprising how few online businesses take advantage of this technique, especially since the cost of split testing online is minimal compared to the cost of printing and mailing. The number of things that you can test online are almost limitless; copy, graphics, colors, placement of forms etc.... Below are 3 general ways that you can use split testing to monitor your online marketing efforts and increase conversions.
- AdWords Ad Text - It is essential to split test your Google AdWords ad text. Just make sure you only have two ads running per ad group, accumulate clicks (over 30 per/ad), determine the winner, delete the loser and create a new ad to try to beat the winner. If you are running Google Analytics the Overall Ad A/B Testing report is a great way to see which ad text is driving visitors to your site. For example, through split testing I was able to determine that adding the word "New" to the title of my AdWords ads resulted in a significant increase in clicks and conversions. Don't forget that it is very important to look at conversion rates of the ads in addition to CTR. Generally you want to accumulate a good number of clicks before declaring a winner, however if you can't wait, check out SplitTester to see which of the two ads will really perform better over time.
- Email Marketing Campaigns - A great way to split test an email marketing campaign is to send out the email in waves. For example, if you are planning on sending out a promotional email to your list of 1,000, but are uncertain about which subject line to use, you can send out 100 emails with subject line A, and 100 emails with subject line B. Then compare the open and click through rates and send the remaining 800 emails the winning subject line.
- Landing Pages/Opt-in Pages - There are a large number of items you can test on a landing page such as the call to action text, the placement of the sign up form, inclusion of audio, etc... A service like Hypertracker will split your visitors between two pages and help you determine which changes to your landing pages will deliver the greatest increase in conversion rates.
Finally, to avoid skewing your data, it is important to split test at only one point of the sales process, Adwords, landing pages, sales pages, product pages, order pages etc...
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